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11 Jul 2014

Saul Williams, Dyllon Burnside and Joshua Boone

Photo by Joan Marcus

Eric L. Gold, the lead producer of the Tupac Shakur-scored musical Holler If Ya Hear Me — about hope, friendship and life on the city streets — is hoping to raise $5 million to sustain the production until box office improves, according to Variety.

Although the musical — a non-biographical new work directed by 2014 Tony Award winner Kenny Leon — is struggling at the box office and opened June 19 to mixed reviews, Holler has refused to dim its lights.

"It's week to week right now," he said. "I can't tell you if it'll be two weeks or two months. It's an expensive game, and I'm the guy carrying the load financially. I made a rookie mistake by underestimating how much capital was necessary, but I'm tenacious."

For the week ending July 6, the muiscal took in $144,773 at the box office and played to a 53.2-percent full audience with an average ticket price of $30.63.

Although the cast has made numerous television appearances over the last week, Gold hopes to get influential theatregoers (including New York City mayor Bill de Blasio) in the door and draw attention elsewhere.

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He added, "If we don't succeed, it's going to be difficult to do another rap or hip hop show on Broadway."

Holler If Ya Hear Me, the world inside Tupac Shakur's music and lyrics, "blazes to life in a non-biographical story about friendship, family, revenge, change and hope. Inner city lives struggle for peace against the daily challenges they face in this entertaining and original musical," according to press notes. "Through the poetry of one of the 20th century's most influential and culturally prominent voices, we are given a window into realities of the streets still relevant today."

Joining director Leon (A Raisin in the Sun, Fences, The Mountaintop) and author Kreidler (Guess Who's Coming to Dinner and direction of How I Learned What I Learned) on the creative team are Tony Award-winning choreographer Wayne Cilento (Wicked, The Who's Tommy, How to Succeed…, Aida, Sweet Charity) and musical supervisor Daryl Waters (Bring in 'Da Noise, Bring In 'Da Funk; The Color Purple; Memphis).

Other members of the creative team includes scenic designer Edward Pierce (The Other Place, Shatner's World) based on original concepts by David Gallo; projections designer Zachary G. Borovay (No Man's Land, Waiting for Godot); costume designer Reggie Ray (Stick Fly); lighting designer Mike Baldassari (Cabaret, Titanic, First Date); and sound designers John Shivers (Kinky Boots) and David Patridge (Soul Doctor). Casting is by Caparelliotis Casting (Casa Valentina, The Trip to Bountiful).

Holler If Ya Hear Me is produced on Broadway by Afeni Shakur, Eric L. Gold, Chunsoo Shin, Jessica Green, Marcy Kaplan-Gold and Anita Waxman. The general manager is Richard Martini for KL Management.